It looks like the scarf was made horizontally. So, however long you want the scarf that is how many stitches you cast on, knit the stripes for as wide as you want them switching between blue and red to create the stripes. Then add the fringe and patch and or logo after the scarf is completed. By the by the scarf looks approx. 10 garter stitches wide and I would say you probably need a needle 32" or 29" long.
Try PMing Nonny to see if she wouldn't mind giving you more details on making the scarf.
Judge: Madame, either you will have to cease knitting or I will have to cease judging. Which shall it be?
Miss Marple: It helps me to concentrate, milord.
Judge: It does not help me, madame.
Miss Marple: Oh. Very well. (puts away knitting)
Judge: Thank you, Madame.
The lyf so short, the craft so long to lerne.
~ Geoffrey Chaucer - The Parliament of Fowls Line 1.